Agency Reaches Firms With a Scream

Scream, Denver, hopes its Edvard Munch take will earn it a few points with businesses. Its new direct mail launch features artist renditions of "Scream," "Echo" and "Chaos" and touts the company's ability to bring a perfect mix of strategy and creative to any marketing initiative.

According to Lora Ledermann, president of two-year-old advertising and public relations firm, the idea behind the mailing was to try and gain new clients and spread their brand name.

"By creating the piece and the art on our own we believed that it helped say something about the work that we do for our clients," she said.

The campaign, which finished this week, consisted of three mailings mailed to a modest sampling of 200 small- to mid-sized firms throughout the country in intervals of two weeks. The pieces feature oil paintings and include personalized messages to the targeted firms.

Telemarketing calls were made between the second and third mailings.

Scream is preparing another larger drop next month and then again in the fall.

"Doing a direct mail campaign was always a thought for us," Ledermann said. "I believe that advertising and public relations agencies are the worst at promoting their own business. Since we are a smaller agency we can really target a particular segment, and by creating our own mail piece and using direct mail it gives us the best chance to display our work to prospective clients."

Some of Scream's clients include University College, University of Denver, MoneyGram ExpressPayment, Corporate Travel Services and U S WEST.

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